A new brand and marketing campaign was unveiled today by Visit Oakland – a destination marketing organization that targets visitors to the city – at the Oakland’s landmark historic Paramount Theatre.
Exciting changes are coming to Oakland, and the organization presented a scope of them at its first Annual Tourism Breakfast attended by the members of hospitality and business communities, local sports teams, developers and residents. The year-in-review presentation was followed by the new brand launch.The Strategy
After a year of research conducted by travel industry research firm, Young Strategies, Inc., Visit Oakland has developed a new corporate brand identity, website, destination brand architecture, and targeted advertising campaign. Business leaders from a variety of market segments participated in vision workshops and focus groups throughout the creative process. Visit Oakland’s advertising agency of record, Carol H. Williams (CHWA), then created an initial rollout campaign.“As an Oakland-based agency, we understand the importance of embracing Oakland’s diversity,” said Carol Williams, founder of CHWA. “During these workshops, we were able to hear all angles of what Oakland’s brand should represent. Our end goal was to develop a cohesive identity that not only represents Oakland’s destination appeal, but also serves as a brand umbrella for the entire city.”
The objective of Visit Oakland’s brand and accompanying advertising campaign is to provide a consistent, positive voice and brand platform for Oakland. The organization’s goal is to encourage immediate action to learn more about the destination and plan a visit.“Visit Oakland is laser focused on elevating Oakland’s brand. With our research, marketing partnerships, and new brand architecture, all of the pieces have come together to create a strong image for Oakland. We are inviting visitors, local media and meeting professionals to really understand our city, and discover the unexpected,” said Alison Best, president and CEO of Visit Oakland.
The New Corporate Identity
The new Visit Oakland logo is designed to showcase Oakland’s diverse landscape and creativity through a multi-layered graphic that requires a second look. From yellows and greens of Oakland’s forests, parks and sunny skies, to urban grays and waterfront blues, the circles represent how united and connected the destination is, and the playful font is a nod to its creativity and innovation. The new span of the Bay Bridge is used in Visit Oakland’s logo and throughout the brand as a new iconic entry point to Oakland.
Visit Oakland hopes to expand its budget in the next fiscal year, allowing for a broader campaign including the East Coast and international markets. The organization plans to maximize its national and international reach through media outreach, co-op marketing partnerships, leveraging larger tourism agencies such as Visit California and Brand USA, and hosting client events.About Visit Oakland
Visit Oakland is a 501(c) (6) non-profit organization dedicated to marketing the City of Oakland as a travel destination. Visit Oakland offers a wide variety of complimentary services and materials for travelers, meeting planners and businesses. For more information, see www.visitoakland.org.